Plenty of research has already been done on various aspects of web usage and currently more and more surveys track the use of search engines and how users find information. Market researchers have found out that search engines are an important contact point for Internet users in every stage of the purchase decision process.

A study on the subject „Searches on the Internet” proves that more than half of the Internet users prefer the normal search result list (algorithmic index) instead of clicking on paid text announcements such as Google AdWords (so called sponsored links). However, one third of the people surveyed note that whether they click on index results or announcements depends on the content of their search enquiry.

Search engines are used by Internet users in every stage of their purchase decision process. Almost two third of the respondents say they use search engines at the beginning of their search to receive an overview of the offer on the Internet. One third use search engines mainly at the beginning of their search as well as shortly before the final purchase.

On the question, how search engine users would react if at the end of a product search (i.e. shortly before the purchase decision) they would come across a supplier in a search result list who has already got their positive attention at the beginning of their search due to detailed product information, almost half of them reply that they click on the result again because of the good product information. Nevertheless, a quarter of the users purchase from this specific supplier only if the product offer is in addition low priced. After all, 10 percent of the users are willing to pay suppliers with good product information even a little bit more.

Another interesting result is that one third of the search engine users are convinced of the fact that suppliers who appear with several search enquiries of a product over and over again on top of search results, are leading suppliers in this area. Unfortunately, another third of the people assumes that these suppliers are rather expensive as they spend a lot of money for search engine advertisements.

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If a supplier, whom a search engine user would have expected to find after a search enquiry, isn’t listed in the result, one third of the users take for granted that this supplier doesn’t have the article in stock. Some believe that this supplier is obviously no leading supplier in this area, and others believe that the supplier has financial problems and therefore can’t run search engine advertisements.

What this means for online vendors is that their products and services have to be found. Be it by the use of generic search enquiries (e.g. mobiles), used mostly at the beginning of the search process, or by the use of specific search enquiries (e.g. Nokia 7260), used quite often shortly before the final purchase. Hence, even well-known brands must make sure that they are found through search engine marketing and in fact not only under their branding keywords, but also under general search words to leave no potential buyers to the competitors.

The results of latest studies emphasizes how important it is for all online vendors to be found in search engines – namely in the index as well as in the text announcements. Depending on the contents of the search enquiry the search engine user selects results from the index or from the sponsored links. It’s as simple as who can’t be found in the result lists, isn’t existent for potential online buyers. This applies to known brands as well, because if the user doesn’t find the vendor with his initial product search, he assumes that the supplier does not lead this product at all –even if it isn’t so. Therefore take my advice!
Search engine marketing gives you the unique chance to find customers in every phase of their purchase cycle (the search, the price comparison and finally the purchase). Make sure that you provide relevant and detailed information about your products and services on your website. Internet users have a high opinion of vendors that offer detailed background information to their products. If you can offer then in addition a low price you’ll win with the utmost probability a new customer.

By Daniela La Marca


The importance of a high ranking

Research has shown that people hardly ever go beyond the top 30 results listed from a search. In fact, the top 30 results get over 90% of search traffic and the top 10 results receive nearly 80% more traffic than those in positions 11-30 achieve. Research published by Penn State University in June 2003 also showed that web users typically visited only the first three results from a enquiry, with one in five searchers spending 60 seconds or less on a linked web document. This clearly demonstrates the importance of being highly visible when web users are searching for your type of product or service. What's more, if users find your site quite easily and you are offering something relevant to their needs, then they will also feel positive about your company!


Definition of success in online dialogue marketing

As an advertiser, you want to monitor the success of your marketing measures. Here, the definition of success depends on the campaign objectives. Particularly in online dialogue marketing, web monitoring provides many possibilities. Ultimately, it is the response that decides success or failure. The definition of success is always dependent on the goals of the campaign. It could include the following:

  • increasing the level of awareness of a brand (branding)
  • communication of products and product features
  • registration (e.g. competition, newsletter, request for proposal)
  • purchase/transaction
  • new customer acquisition

Requirements of modern online advertising success monitoring

The goals of online marketing campaigns can be very different. Brand websites often aim for widespread visibility in order to support an offline advertising campaign. Online shops have their focus mainly on the number of transactions. It doesn’t matter which goal you are aiming for with your website, transparent and accurate web monitoring is important to be able to measure success and ROI.

Methods of Web Monitoring

Web monitoring can be performed by means of various tracking methods, starting with traditional log files up to modern live tracking on the basis of the pixel measurement method. Compared to the other methods, the pixel measurement method is often described as the best and most advanced. The reason for this is mainly the validity and the timeliness of the data.


Four Important Key Figures in Online Marketing

  • number of ad impressions: Click-Through-Rate = number of visits
  • cost per ad impression: Click-Through-Rate = cost per visit (cost per visit / cost per click)
  • cost per visitor: Unique visitor rate: = cost per visitor
  • cost per visit: Conversion-Rate = cost per purchase/address (cost per action/cost per order)